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The new collaborative capsule between Umbro and Rains fuses classic sportswear codes with technical minimalism, creating a wardrobe that feels both archival and futurist. Shot by William Arcand, the campaign evokes the atmosphere of locker rooms and post-match showers, staging XXL puffer coats that cocoon the body, maroon floor-length capes, and waterproof trousers glistening as if submerged.
Pieces from the Umbro archive—the Drill Top, Apollo Cape, Manager Coat, Fan Puffer, and a new low-profile sneaker with exposed seams—are reinterpreted through Rains’ textured waterproof PU, a material designed to echo the roughness of soaked grass. The most striking visual gesture is the Umbro logo, reimagined as though it were melting, a subtle rebellion against traditional branding.
According to Joshua Bredehoeft, Brand Marketing Director at Rains, the goal was to craft “a presence that didn’t need to shout.” Meanwhile, Helene Hope, Umbro’s Global Brand Marketing Director, frames the capsule as a “clean, contemporary interpretation of the classics”, a distilled return to football heritage with a cultural twist.
Launching under the name APLY PRESSURE, the collection arrives on September 24 at Rains.com, in Rains stores worldwide, and via select retailers. Positioned as gear for the cultural sidelines, the drop speaks as much to style spectators as to the stadium.
Ph. UMBRO / Rains